Piper-Heidsieck with new ‘Twists the Script’ campaign

Piper-Heidsieck ‘Twists the Script’ brings iconic heritage to life

Piper-Heidsieck, the most awarded champagne house of the century, presents its history in a new cinematic advertising campaign. Under the title ‘Twist the Script’, the brand has commissioned renowned British artist Miles Aldridge to reinterpret the house’s tradition in an innovative way. The campaign emphasises Piper-Heidsieck’s ongoing break with convention and its bold, creative approach. Through visually stunning scenes, four iconic stories of the house are told, epitomising the rebellious and pioneering spirit of the brand.

Twisting the Script since 1785

Since its foundation in 1785, Piper-Heidsieck has always proven that it goes its own way. The appointment of 31-year-old Chef de Caves, Émilien Boutillat, in 2018 and becoming the first champagne house to achieve B Corp status underlines its commitment to innovation. The partnership with fashion designer Jean-Paul Gaultier in 1999, in which a Piper-Heidsieck bottle was wrapped in a corset, set new standards in the champagne world. Today, Piper-Heidsieck remains a pioneer in technology and sustainability, investing in modern solutions such as Vitibot wine robots.

Twist the Script campaign

The ‘Twist the Script’ campaign, designed by Miles Aldridge, highlights important stories of the brand and emphasises its strong connection to film. Piper-Heidsieck was the first champagne to appear in a film in 1933 and has since appeared in over 300 films. The brand has long-standing partnerships with the Oscars and the Cannes Film Festival, keeping it closely connected to the art world.

Unique brand stories

One of the campaign’s fascinating narratives is the Prohibition era, when Piper-Heidsieck disguised its champagne crates as books to smuggle the champagne into New York. Marilyn Monroe, a famous admirer of the brand, is also celebrated in the campaign. In a tribute to her rebellious nature, her pioneering work as a film producer and her decision to found her own company are honoured.

In the words of those responsible

Sandrine Pietrement, Global Brand Director, emphasises the brand’s creative heritage: ‘We are constantly encouraged to change the script and develop our own unique perspective in a conventional industry.’ Artist Miles Aldridge described the project as ‘a project of the heart’ that reflects the brand’s ‘joyful disobedience’. Chef de Caves Émilien Boutillat added: ‘This campaign perfectly captures the spirit that has always characterised Piper-Heidsieck and inspires me to keep pushing the boundaries.’

Further information about Piper-Heidsieck and the ‘Twist the Script’ campaign by visiting www.piper-heidsieck.com.